How do you manage sales asks for collateral with what’s really useful for the company?

• Manage sales requests like a product roadmap: Create a spreadsheet or log of requests, and then try to size them. How many people asked for them, how significant/detailed are the topics, what would the impact on revenue be, what do existing materials on this topic look like? And similarly, what's the other work you could be using that time to invest in that would generate better results for the company? Use those inputs to create a prioritized roadmap that you can get buy-in on from Sales leadership.

• Create MVPs: Not every piece of collateral has to be the most detailed, polished piece ever. See if a quick piece "scratches the itch". If that satisfies the ask, great. If it's inviting a lot more questions or attracting a lot of attention, then it may be time to invest further.

• Use AI to scale your output: Often, Sales asks are the same messaging/content just packaged differently. This is the type of thing AI is perfect for - take that training deck and turn it into a one-pager or e-mail campaign, or battlecard. The key is for you to invest time in the narrative, not synthesizing it into all the different ways it may be used.

Generally speaking, I start with a relatively uniform bill of materials for each product to make sure we've got the basics covered in a consistent format. This includes things like pitch decks, one pagers, demo videos, claims etc. We leverage content management tools (i.e. Seismic) to monitor how/how often sales assets are used and adjust what we build based on efficacy and usage.

We always listen to what our sales teams are asking for on top of this and build out a backlog, prioritizing what is requested the most. For example, we've been working on several ROI calculator tools recently that have been at the top of the sales team wish list. When choosing what to build we lean into assets that will help the most reps or help close some of our most valuable deals.